Zing – Good or Bad Strategy?

Zing – Good or Bad Strategy?

Jul 29, 2011 | Written by Joey Dorrington

There is an interesting new campaign by Australia Post hitting the market called Zing. Zing is a replacement word for anything sent by Australia Post. I love the creative and the ads are quite interesting, I’m just not a huge fan of the online execution.The call to action on the TV ad is interesting – ‘Search Zing’ – however the major concern for an external strategist is that yes they have number 1 ad position for this term which has very little competition (for now) but hey do not have the #1 organic term. The bleed from this would be quite large.

The other major concern is that they do not have a trademark for this term. This means that any advertisers can ‘Buy’ this term as well and leverage Aus Post’s advertising budget. These bids will generally be very low… in the vicinity of a few cents. Here is the Google Search box a few minutes after the campaign launched… see one more advertiser using the term Zing.

And for a bit of a laugh, this is how easy it is to leverage a strategy such as this…

To date their YouTube video has only had 1537 views so it’s safe to say that it’s not ‘Going off on YouTube’.

Anyway, what are your thoughts on this campaign? I think it’s a great idea and I love Search Call to Cations in TV campaigns (it makes them measurable), I just feel that the online execution has let the campaign down a bit.